Why Do Paint Brands Choose a Color of the Year? Behr and Home Depot CMOs Reveal the Strategy

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Several years ago, Better Homes & Gardens surveyed homeowners to see how they felt about painting their walls. The upshot: many are too scared to do it.

It’s not that Americans are afraid of color per se—they’re just wary of choosing the wrong one. Nearly a quarter of respondents admitted that they had no skill for picking hues at all, and 40% reported they were anxious that, whatever color they opted for, they’d soon get sick of it.



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